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Four essays on IT-mediated phenomena: IT knowledge management, mobile telecommunication, and e-commerce.

机译：有关IT媒介现象的四篇文章：IT知识管理，移动电信和电子商务。

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摘要

This dissertation studies three IT-mediated phenomena: (1) learning behavior of IT knowledge workers, (2) users' consumption behavior of wireless communication services, and (3) the evolution of product-level uncertainty in online shopping and its role in determining consumer's online shopping behavior. It consists of four essays all of which employ a combination of economic modeling and econometric analysis.;In the first essay entitled "The Learning Curve of IT Knowledge Workers in A Computing Call Center," I study the organizational learning curves in IT technical support services. Using data from a computing call center at a university, I estimate group/organizational learning curves using a combination of traditional learning models and duration models. The work also introduces (1) a new knowledge classification (surface-level application knowledge vs. in-depth technical knowledge) and (2) the classification of IT problem types. In addition to demonstrating that learning rate in IT technical support is 7.1% (compared to 20% observed in manufacturing), the study explores (a) the evolution of the variance of resolution times as a performance measure, (b) the moderating effect of both knowledge types and IT problem types on the learning progress, and (c) the knowledge transfer across IT problem types.;The second essay entitled "Empirical Analysis of Mobile Voice and SMS service: A Structural Model" empirically examines the pricing effects on wireless telecommunication service demand. I, first, develop a structural model to understand mobile users' behavior in individual consumption of voice and Short Message Service (SMS) services under one-way and 'step' nonlinear pricing. Second, I estimate the structural parameters specified in the model with consumption data on subscribers to a cellular service provider in an Asian country. I find (a) that SMS and voice services are small substitutes, (b) an asymmetric pattern in cross-price elasticities, (3) the own-price elasticity of voice services is small compared to that of fixed phone service, (4) younger users' demand is far more inelastic than that of older users. Finally, I conduct policy experiments that capture the effects of change in the strategic pricing scheme.;In the third essay titled "On Product-level Uncertainty and Online Purchase Behavior: An Empirical Analysis," I (1) develop theories to describe how an individual consumer's product-level uncertainty is a function of their online shopping experience and the information communication methods and (2) build an analytical model to derive research hypotheses. Using individual-level transaction data from a large South Korean online retailer, the study shows that (a) as online shopping experience increases, consumers are likely to purchase more intangible products. However, this is contingent on product price, (b) consumers tend on average to purchase cheaper product lines as they accumulate online shopping experience and (c) online vendors can induce the purchase of intangible products by taking advantage of retailer reputation in the physical world and through the use of digitized video commercials.;The fourth essay entitled "Trajectory-based Consumer Segmentation and Product Positioning in the Online Markets" aims to understand the distinctive longitudinal online shopping pattern and further suggest how to use this better understanding. I, first, identify clusters of individuals following similar progressions of shopping behavior on three dimensions: (I) product intangibility, (2) product price, and (3) the number of transactions in a unit of time. I find interestingly that estimated trajectories do not overlap at any time in all three behaviors. Second, using a Bayesian approach and knowledge acquired from trajectory analysis, I develop the framework of an optimal product positioning strategy that predicts the relative probability that an individual customer is interested in a particular good considering multiple product attributes.
机译：本文研究了三种由IT介导的现象：（1）IT知识工作者的学习行为；（2）用户对无线通信服务的消费行为；（3）在线购物中产品级别不确定性的演变及其在确定购物行为中的作用消费者的网上购物行为。它由四篇论文组成，所有这些论文均采用经济建模和计量经济学分析相结合。在第一篇名为“计算呼叫中心中IT知识工作者的学习曲线”的文章中，我研究了IT技术支持服务中的组织学习曲线。 。利用大学计算呼叫中心的数据，我结合了传统学习模型和持续时间模型来估算小组/组织的学习曲线。该工作还介绍了（1）新的知识分类（表面层应用程序知识与深入的技术知识），以及（2）IT问题类型的分类。除了证明IT技术支持的学习率为7.1％（制造业中为20％）之外，该研究还探讨了（a）分辨率时间方差作为性能指标的演变，（b）信息技术支持的调节作用知识类型和IT问题类型都涉及学习进度，以及（c）跨IT问题类型的知识转移。；第二篇题为“移动语音和SMS服务的经验分析：结构模型”的论文以实证的方式考察了无线价格的影响电信服务需求。首先，我建立一种结构模型，以了解移动用户在单向和“逐步”非线性定价下对语音和短消息服务（SMS）服务的个人消费中的行为。其次，我估计了模型中指定的结构参数，以及亚洲国家蜂窝服务提供商的订户消费数据。我发现（a）短信和语音服务是小的替代品，（b）交叉价格弹性的不对称模式，（3）与固定电话服务相比，语音服务的自身价格弹性较小，（4）年轻用户的需求比老用户的弹性大得多。最后，我进行了政策实验，以捕获战略定价方案中变化的影响。；在第三篇题为“关于产品级不确定性和在线购买行为：实证分析”的论文中，我（1）提出了一些理论来描述个体消费者的产品水平不确定性取决于他们的在线购物经验和信息交流方法，并且（2）建立分析模型以得出研究假设。该研究使用韩国一家大型在线零售商的个人交易数据显示：（a）随着在线购物体验的增加，消费者可能会购买更多的无形产品。但是，这取决于产品价格，（b）消费者平均会在积累在线购物经验时购买较便宜的产品系列，并且（c）在线供应商可以利用零售商在实体世界中的声誉来诱使购买无形产品第四篇题为“基于轨迹的消费者细分和在线市场中的产品定位”的文章旨在了解独特的纵向在线购物模式，并进一步建议如何利用这种更好的理解。首先，我首先根据三个方面的购物行为类似趋势识别个人群体：（I）产品无形，（2）产品价格和（3）单位时间内的交易次数。我有趣地发现，在所有三种行为中，估计轨迹在任何时候都不会重叠。其次，使用贝叶斯方法和从轨迹分析中获得的知识，我开发了一种最佳产品定位策略的框架，该框架预测了考虑多个产品属性的单个客户对特定商品感兴趣的相对概率。

著录项

  • 作者

    Kim, Youngsoo.;

  • 作者单位

    Carnegie Mellon University.;

  • 授予单位 Carnegie Mellon University.;
  • 学科 Business Administration Marketing.;Education Multilingual.;Information Science.
  • 学位 Ph.D.
  • 年度 2007
  • 页码 188 p.
  • 总页数 188
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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